Mermaids in the Metros: How Filmycurry Made Waves for The Little Mermaid in India

When Disney’s underwater princess resurfaced, Filmycurry brought the magic to land — with moms, minis, and mermaid fits.

A fairytale revival? Yes.
A digital campaign that felt like a hug from childhood? Also yes.
When The Little Mermaid swam back into theatres, we knew it had to be more than a release — it had to be a cultural moment. For families. For moms. For kids who’ve never even seen Ariel flip her hair.

What We Set Out to Do

1. Build Buzz That Floated Across Generations.

We didn’t shout “The Little Mermaid is back!” — we whispered it through lullabies, mom groups, and mini creators. Our goal was to bring Ariel home — through reels, dresses, and dreamy premieres.

2. Make Screenings Feel Like Storybooks

We hosted special “Mom & Me” screenings in Delhi and Mumbai — think cozy, colorful, and pure Disney nostalgia. Moms brought their little ones for a magical escape. And what they got? Red carpet moments, themed décor, and content that lived on far after the popcorn ran out.

3. Let Influencers Lead the Wave

From celeb moms to micro mom-fluencers and kid creators — the Little Mermaid buzz began in households, not hoardings. We teamed up with names like Avneet Kaur, Riva Arora, and 400+ creators who helped make The Little Mermaid a trending story, without even saying the word “promo.”

The internet loved this

Remember the “Dress Like A Mermaid” moment?
From Instagram carousels to dreamy reel transitions, creators everywhere joined the wave.

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Avneet and Riva lit up timelines with their fin-tastic fits.
Momfluencers did GRWM reels — only this time, it was matching shimmer tails with their daughters.
400+ creators dropped the trailer on their feed — organic, playful, and algorithm-approved.

No hashtags were forced. No captions screamed “ad.” Just a quiet ripple that turned into a social tsunami.

A Mermaid Moment for Moms & Minis

At the heart of our campaign were moms and their little Ariels, creating magic both on and off screen.

We hosted Mom & Me screenings in Delhi and Mumbai, where mothers and kids came dressed in matching mermaid-inspired outfits and captured memories together.

Celeb moms and micro-influencers shared adorable duo videos with their kids
GRWM reels, transitions, and dress-up challenges lit up feeds
Every frame radiated nostalgia, joy, and that special mother-child bond

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Trailer Drop? 400+ Creators Said Yes

Without sounding like a campaign, we made it one.
Over 400 creators reposted The Little Mermaid trailer organically—no push, just playful energy.

It felt like Ariel was recommended by friends, not a studio.

When Janhvi Took the Dive

To top it all off, Janhvi Kapoor starred in Disney’s official Little Mermaid promo film—an elegant nod to the Indian audience.

With her charm and Disney magic, it became the perfect full-circle moment—amplified across platforms, creator pages, and digital PR.

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